The document discusses common issues in PPC accounts and presents six essential steps to improve Google AdWords performance, aiming to help users enhance their PPC management within just 20 minutes a week. It highlights the need for tracking and optimizing data for better quality scores, emphasizing that many AdWords accounts for small and medium businesses are not being effectively managed. Additionally, the document promotes WordStream's tools and offers for managing both paid search and social campaigns from a centralized dashboard.

3. JOIN THE CONVERSATION ON TWITTER
#PPC20
@WordStream

4. MEET THE EXPERTS
Tim Warner, Director of Sales Sam Boyd, Director of International Sales

5. TODAY’S AGENDA
 Shocking yet common problems we see in PPC accounts
 6 steps to achieve success in Google AdWords
 How to improve your PPC performance in only 20-minutes each week
 Q&A: Send us your questions!

6. LET’S LEARN A LITTLE ABOUT YOU…
? ? ?

7. HOW MUCH TIME DO YOU SPEND ON PPC EACH WEEK?
a) I'm supposed to do work in my PPC account every week?
b) Less than 1 hour per week
c) 1-10 hours per week
d) 10-39 hours per week
e) 40+ hours per week – it’s my full time job!

8. WHAT’S YOUR BIGGEST TIME SUCK IN PPC MANAGEMENT?
a) PPC bid management
b) Reporting & analysis
c) Ad text authoring
d) Keyword research / negative keyword research
e) Landing page optimization

9. ADWORDS PERFORMANCE GRADER
 Baseline your AdWords performance
 Free, instant PPC audit in under a minute
 Grade your AdWords account performance
based on 10 key paid search metrics
 Compare how you’re doing against other
accounts of similar size (monthly spend)
www.wordstream.com/google-adwords

10. WE HAVE DEEP INDUSTRY INSIGHTS
50% of accounts
have not been
optimized in 30
days & 25% in the
last 3 months!
Low Quality
Scores wreak
havoc on
campaign
performance
1 in 4 accounts
have zero
negative
keywords
We’ve Graded Over $5.5 Billion in Ad Spend

11. THE HARSH REALITY
The average AdWords account for small and medium businesses is a train wreck

12. HOW ARE YOU APPROACHING PPC?
a) I work towards specific goals
b) I track results
c) I analyze my data
d) I focus on optimizing my campaigns
e) All of the above

13. 6 STEPS YOU MUST TAKE TO ACHIEVE ADWORDS SUCCESS
SUCCESS
Strategy
Track
Results
Analyze
Data
Optimize
Data
Multiple
Channels
3rd Party
Tools

14. TRACK WHAT’S WORKING
50% of SMBs
aren’t tracking
conversions!
TRACK
RESULTS

15. GET THE WHOLE PICTURE
TRACK
RESULTS

16. BE RELEVANT
OPTIMIZE
DATA
ANALYZE
DATA
RELEVANCY
& QUALITY
SCORE
ADVERTISERS CUSTOMERS

17. QUALITY SCORE MEASURES RELEVANCY
OPTIMIZE
DATA
ANALYZE
DATA
65
BAD POOR GREAT!
21 3 4 7 8 9 10
Raise your Ad Rank
Higher Quality Scores:
Increase your Impressions
Lower your CPC

18. Billions of Searches
Everyday…
Up to 20% are Unique

19. HOW QUALITY SCORE IS CALCULATED
OPTIMIZE
DATA
ANALYZE
DATA
Quality Score
60% CTR
25% Ad text
relevancy
10% Landing
page quality
Increases your CTR
Improves Quality Score
Lowers your CPC
Relevant Ad text:
5% Other factors
(Adwords History,
LP Bounce rate)

20. QUALITY SCORE IMPACTS YOUR CPC
OPTIMIZE
DATA
ANALYZE
DATA
10
9
8
7
6
5
4
3
2
1
- Google Benchmark

21. 6 STEPS YOU MUST TAKE TO ACHIEVE ADWORDS SUCCESS
SUCCESS
Strategy
Track
Results
Analyze
Data
Optimize
Data
Multiple
Channels
3rd Party
Tools

22. How to Improve Your
PPC Performance In Only
20-Minutes Per Week

23. 20-MINUTE WORK WEEK 3RD PARTY
TOOL

24. 3RD PARTY
TOOL

25. KNOW HOW YOU’RE PERFORMING 3RD PARTY
TOOL

26. FACEBOOK MADE EASY
MULTIPLE
CHANNELS
Drive relevant traffic
to your site through
Google AdWords
97% of traffic
doesn’t convert
initially!

27. SUMMARY
 Most AdWords accounts are a train wreck
 Review the 6 steps you need to take in order to be successful in PPC
 You must check on your account every week
 WordStream Advisor now fully supports Facebook advertising, meaning
you can manage your paid search (yes, Google & BING) and paid social
campaigns from a single, centralized dashboard.

28. SPECIAL OFFERS
a) Live demo of the WordStream Advisor to learn how to manage
your PPC in 20 minutes a week
b) 1-1 AdWords Assessment with AdWords Certified Consultant
c) I don’t need help with my PPC

29. THANK YOU
Tim Warner, Director of Sales
twarner@wordstream.com
Sam Boyd, Director of International Sales
sboyd@wordstream.com
Benchmark your AdWords account today!
www.wordstream.com/google-adwords